Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers With Your Brand
Product Description
Praise for Predicting Market Success “Predicting Market Success has come at the right time for major companies. The value of understanding the dimensions of your brand’s unique appeal and strength of preference is indispensable for brand strategy today. This book is well worth your time.”
—Joseph T. Plummer, Chief Research OfficerThe Advertising Research Foundation “In the competitive world of branding, understanding what drives consumer loyalty is the cornerstone of a brand’s continued success. Passikoff’s market-driven insights on how to obtain, analyze, and utilize loyalty metrics will help you make strategic, brand-enhancing decisions.”
—Seth M. Siegel, Cochairman, The Beanstalk Group “Passikoff is the guy who can explain to me why people buy certain things from certain companies, even though other things by other companies seem just as good. With his great feel for pop culture and almost philosophical outl… More >>
8 Responses
7.8.2010
This is an interesting read that takes brand marketing beyone the famous “4 P’s” we all learned in Marketing 101. Dr. Passikoff offers a challenging new approach of intensely customer-directed activity that focuses on the real reasons why people select one brand over another and why people stay with certain brands. I deal with branding every day and constantly want to know why users go to one search site over another. This book helped me grasp the drivers behind their decisions.
Rating: 4 / 5
7.8.2010
BRINGS AN UNDERSTANDING OF PRODUCT KNOWLEDGE, DEVELOPMENT AND PLACEMENT TO THE NEXT THOUGHT LEVEL. INSIGHTFUL AND PLEASANT READING WITH A “HEAR THE AUTHOR SPEAK” FORMAT. RECOMMENDED READING FROM THE MANUFATURING POINT THROUGH THE
RETAILER/SERVICE BUSINESS
Rating: 5 / 5
7.8.2010
Measuring consumer interaction with brand used to be relatively simple — and enforcing it through a finite universe of media choices was also much less complex.
Robert Passikoff’s “Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers With Your Brand” offers a roadmap to 21st Century marketing, characterized as it is by shifting consumer demographics, infinitely fragmented and specialized media choices, and the impact of the cross-cultural globalization of product marketing.
I recommend this book to every marketer who is determined to master this new environment.
Rating: 5 / 5
7.8.2010
Prepare to be stretched! Dr. Passikoff uses the techniques of cognitive psychology to develop a virtual “crystal ball” for marketing executives. I had a chance to read the galley and became hooked on his methodology: using brand loyalty drivers to show what people think–not what they say they think. This connects consumers to brands, brands to markets and markets to business success. All this is conveyed both logically and with dry wit.
Todd Parsons, Stuyvesant Falls, NY
Rating: 5 / 5
7.8.2010
Marketing research – entertaining, insightful, a delightful read. Is it possible? – YES!
In “Predicting Market Success, New Ways to Measure Customer Loyalty,” Dr. Passikoff kicks traditional marketing techniques in the teeth as he pries open the black box of market research to release hope, clarity, and a good dollop of wit, as he details his Brand Keys’ process of mapping the horizon of the drivers of consumer loyalty. Better yet, he presents a detailed road map for businesses big or small that wish to align themselves with consumer desires.
And it is desire that reigns, for in this age of parity products the expectations of the empowered consumer dictate exactly how marketers must design their products and services if they hope to create an emotional bond and distill that magic elixir called brand loyalty.
If anyone holds the marketer’s treasure map, it is Dr. Passikoff and, amazingly, he offers it at a bargain price of admission. Don’t be left at the gate! The consumer is the boss.
Len Stein
Rating: 5 / 5
7.9.2010
Market research is always essential for the succes of any kind of business.*:-
7.26.2010
all businesses need market research to make sure that a product will succeed.,*,
12.14.2010
every business and investment needs some very good market research if you want it to succeed ‘.,